Search Engine Marketing vs Search Marketing

I just printed the "2010 http://www.aliyun.com/zixun/aggregation/8485.html" > search engine marketing Sempo status report, which has more than 110 pages. If you want to know what your competitors and peers are thinking and doing, it is worth your while to see it for the different experiences of your activities this year to provide success and failure. It is provided free of charge to SEMPO members and interested users. Also, the report can be purchased if you want to decide whether to join Sempo or get a report for a smaller amount of money.

To avoid possible conflicts, I need to point out that because of the time the report was launched this year, the Sempo Research Committee called the 2010 report because its data were collected mainly in 2010, and, unlike last year, data collection was late before the report was launched.

Before I analyze the focus of this report, I would like to say a question that has been under consideration. In search engine marketing, we removed the engine. Why? Many of the forums in which our marketers are involved are actually independent serp, even if the search engines are independent. We must relax our definition of search marketing, which includes various forms of marketing, media or advertising. Every year, there will be a lot of input to search marketing, which goes far beyond the serp. This creates the abbreviation for SEM, and I'm sure we want to keep this abbreviation, and our industry needs to clarify that SEM not only refers to PPC search, but includes all forms of search marketing: Organic seo, social media search marketing, PPC Search Ads, directory ads, Internet Yellow Pages ads, compare purchase engine, search behavior-driven display ads, video search ads, and so on. Ironically, one of search marketing's closest "pure search" may be contextual keyword ads, which may be included in the definition of SEM, mainly because Google AdSense is the key provider of contextual text links and keyword ads.

Even in the example of AdSense, people are arguing that when advertising is based on the CPC, consumers search according to the context, and consumers select ads according to click. Do all ads lead to consumer behavior search? Of course not. In the case where the print Yellow Pages directory is still defined as search marketing, the boundaries remain unclear for some time. One day, I mentioned an email tip saying that Yahoo is shutting down YPN, a self service contextual advertising platform for distributors. I think that one day Microsoft will also announce consolidation.

Now, let's take a closer look at the Sempo report, which reminds me of the boundaries of SEM. The search industry has been growing since 2009, given that Google's fourth-quarter earnings figures have been around for some time. Paid search is not the only growth of search marketing because there are more forms of marketing activity being listed as search marketing.

The report also pointed out that the U.S. regional search marketing market will increase by 14%, from last year's 14.6 billion U.S. dollars to 2010 of 16.6 billion U.S. dollars. It is clear that this growth can be achieved smoothly, as 2009 is the year of slower growth. If you want to meet smaller competition in the paid search marketing market, you are wrong, this year, you have to do a good job of team and resource preparation.

(Original: April 2, 2010; Compiling: Song XI)